Insights

AI tools are multiplying and evolving faster than most marketing teams can keep up with, and the pressure to use them is loud. Some of the hype has some merit, but not all tools are created equal. Adopting new tools without intention can create more noise than signal. At Root+Beta, we’re not anti-AI, but we are pro-strategy. That means being selective, staying honest about what’s actually working, and never letting the tool outrun the thinking. Here’s how we’re approaching AI, and the tools that have genuinely earned a place in our workflow. AI Is a Tool. Treat It Like One. The teams getting the most out of AI are the ones using it smartly. For us, that means optimizing the

Marketing in ag often comes as an afterthought, brought in to support sales rather than brought in early to lead strategy. This is where most of the trouble happens. When marketing gets treated like a checklist item instead of a discipline, mistakes follow. Product-first messaging that doesn’t connect. Positioning that shifts every quarter. Content that fills a calendar without saying anything worth reading. These mistakes aren’t just ineffective — they’re quietly expensive. They erode trust, dilute brand equity, and make it harder to stand out over time.  We’re not here to call anyone out. A lot of these patterns are easy to fall into, especially in an industry where “we’ve always done it this way” carries a lot of weight.